TBWA India has won the creative duties of PlayTV worth around Rs 5 crore. This was confirmed by Amit Goenka, Director, Essel Group, who is heading the gaming channel slotted for a mid-March launch. The other agencies in the fray were Enterprise Nexus and St Lukes.

Goenka also disclosed that the media business of PlayTV worth another Rs 5 crore is in the process of being decided". He said Madison and TBWA India are involved in the pitch for the media duties "but nothing has been finalised as of now."

On the creative business win, Kurien Mathews, Regional Director, TBWA India, said, "We went with one strong idea and this really worked powerfully in our favour." PlayTV is India's first gaming and interactive channel launched by the Essel Group, promoters of the Zee television network. It will telecast games, contests, music, movies, entertainment and lifestyle content. PlayTV has been planned with an eye on India's growing gaming industry.